Netflix and YouTube are Must Have Apps for Smart TV Owners

YouTube is the most wanted Smart TV app among 18 to 35 year olds

New York, N.Y. - July 19, 2012 - Smart TV manufacturers are hoping that the popularity of apps with smartphone and tablet users makes its way to the living room. Manufacturers and retailers are selling more and more televisions preloaded with Internet-connected functionality, frequently referred to as Smart TVs. This provides an environment where consumers can use apps to do anything from surfing the Internet using a fully functional web browser, to streaming their favorite movies, TV shows and music right on their TV sets.

Streaming video apps are the most popular apps for both Smart TV owners and consumers who don't yet have a Smart TV. Three of the top five "must have" apps are Netflix (Owners 47%/Non-owners 34%), YouTube (Owners 44% / Non-owners 31%) and Amazon Instant Video (Owners 34%/Non-owners 23%). Social media giant Facebook (Owners 35%/Non-owners 29%) and online radio leader Pandora (Owners 28%/Non-owners 18%) round out the top five.

These are some of the results of The Harris Poll of 2,634 U.S. adults (ages 18 and over) surveyed online between May 7 and May 15, 2012 by Harris Interactive.

Almost three-quarters (73%) of non-Smart TV owners indicate that they are not that familiar (39%) or not at all familiar (33%) with Smart TV or Internet Connected TV, despite the fact that shipment data suggests that manufacturers are continuing to ship more and more Smart TVs.

This could be a major barrier to future purchase consideration, as only 7% of those who are not familiar with Smart TV are likely to purchase a Smart TV within the next 12 months. Conversely, non-Smart TV owners with a greater level of familiarity are four times (4x) more likely to purchase a Smart TV, with 29% suggesting that they are likelyor very likely to purchase a Smart TV within the next 12 months.

So What?

"Younger adults desire a more social TV viewing experience," says Manny Flores, Senior Vice President at Harris Interactive . "With the proliferation of social media sites like Facebook, Twitter and Google+, younger adults are not only more tech savvy, but are accustomed to being able to share their online experiences with their friends and family. So why not add TV viewing to the list of online experiences to share?"

"As the TV becomes a more overall entertainment device, it is only a matter of time before we see the mainstream use of additional content apps, such as Facebook, being used on the TV," added Flores. "Yet, manufacturers and retailers evidently have to do a much better job of educating their consumers on what a Smart TV is and the benefits of a Smart TV experience. Increased familiarity appears to be the key to driving purchase consideration. Also, manufacturers need to hope that familiarity with smartphone and tablet apps translates into greater interest and adoption for apps that can be used on a bigger screen in the living room."

TABLE 1

SMART TV MUST-HAVE APPS

"Which of the following are "must have" apps for your Smart TV or Internet connected TV?"

Base: Smart TV owners

Total

Generation

Echo Boomers

(18-35)

Gen Xers

(36-47)

Baby Boomers and Matures

(48+)

%

%

%

%

Netflix

47

54

48

37

YouTube

44

57

42

29

Facebook

35

45

32

23

Amazon

34

36

35

30

Pandora

28

33

24

23

ESPN

21

19

23

23

Hulu +

21

26

18

18

Twitter

17

23

13

12

Syfy

14

16

11

13

HBO Go

13

13

19

10

Rhapsody

9

13

7

7

MLB.com

8

7

8

9

Vudu HD Movies

7

8

12

2

Conema Now

7

9

7

4

Vimeo

5

7

8

1

None of these

23

28

23

28

Note: Multiple responses allowed

TABLE 2

FAMILIARITY WITH SMART TVS

"How familiar are you with Smart TV or Internet connected TV?"

Base: Do not have a Smart TV

Total

%

FAMILIAR (NET)

27

Very familiar

6

Somewhat familiar

21

NOT FAMILIAR (NET)

73

Not that familiar

39

Not at all familiar

33

Note: Percentages may not add up exactly to 100 percent due to rounding;

TABLE 3

LIKELIHOOD OF PURCHASING A SMART TV

"How likely are you to purchase a Smart TV or Internet connected TV in the next year?"

Base: Do not have a Smart TV

Total

Familiarity with Smart TV

Familiar

Not Familiar

%

%

%

LIKELY (NET)

13

29

7

Very likely

3

9

1

Likely

10

19

6

NOT LIKELY (NET)

75

62

80

Not that likely

31

38

28

Not at all likely

45

25

52

Not at all sure

12

9

14

Note: Percentages may not add up exactly to 100 percent due to rounding

TABLE 1

SMART TV MUST-HAVE APPS

"Which of the following are "must have" apps for your Smart TV or Internet connected TV?"

Base: Non Smart TV owners

Total

%

Netflix

34

YouTube

31

Facebook

29

Amazon

23

Hulu +

20

Pandora

18

ESPN

17

HBO Go

14

Syfy

12

MLB.com

7

Twitter

7

Cinema Now

6

Rhapsody

4

Vudu HD Movies

4

Vimeo

3

None of these

36

Note: Multiple responses allowed

Methodology

This Harris Poll was conducted online within the United States between May 7 to 16, 2012 among 2,634 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.

J41826

Q838, 840, 842, 845

The Harris Poll® #XX, July19, 2012

About Harris Interactive
Harris Interactive is one of the world's leading market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll® and for pioneering innovative research methodologies, Harris offers proprietary solutions in the areas of market and customer insight, corporate brand and reputation strategy, and marketing, advertising, public relations and communications research. Harris possesses expertise in a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Additionally, Harris has a portfolio of multi-client offerings that complement our custom solutions while maximizing our client's research investment. Serving clients in more than 215 countries and territories through our North American and European offices, Harris specializes in delivering research solutions that help us - and our clients - stay ahead of what's next. For more information, please visit www.harrisinteractive.com.